I've been using one idea from a 1966 book for basically everything I write (Tweets, YT titles, investor pitches etc) The idea is market sophistication, basically what you say has to change depending on how crowded the market is It's split into 5 stages: 1. you're first - just say what it does 2. others copy you - make the claim bigger 3. nobody believes bigger claims anymore - explain how it works 4. everyone has a "how" - be simpler or faster 5. people believe in nothing anymore - stop promising things and talk about THEM crypto went through all of them first every chain was "fast". then 10k TPS, 50k, 100k. then nobody cared about numbers so Solana sold Proof of History as the why. now memecoins don't claim anything, they sell being early and being part of it weight loss ads are the same thing: "lose weight fast" "lose 10 lbs in 10 days" "the metabolism trick that burns fat while you sleep" "2-min metabolism trick, no diet" "for people who've tried every diet and still feel stuck" figure out which stage your market's in before you write anything even this post is built on the same book, just a different idea from it (it's called gradualization) the logic flows from idea > stages > examples > action > source The book is called Breakthrough Advertising, by Eugene Schwartz